Meta has announced a major shift in how content is ranked across Facebook and Instagram, introducing new measures designed to reduce the visibility of unoriginal or duplicated posts. According to Sussex-based marketing agency PMW, the update represents an opportunity for brands willing to invest in creativity and original storytelling.

Meta, the parent company of Facebook and Instagram, is updating its policies to deprioritise content that is repeatedly re-uploaded, re-shared or minimally tweaked without offering new value or commentary. This move follows a similar strategy by YouTube, reflecting a broader industry push toward quality and trust.

Ben Luff, senior social media manager at PMW, says the update should be welcomed by brands that take content creation seriously:

“Meta is sending a clear message that originality wins. For too long, feeds have been clogged with the same trending clips. This update rewards businesses that put time, thought and creativity into their social content, and that’s good news for brands that genuinely want to connect with their audiences.”

The platform isn’t banning all sharing. Content that adds commentary, humour, insights or creative editing will still be rewarded. The distinction is crucial for businesses navigating the new rules. A company that reposts a trending video unchanged could see dramatically reduced reach, whilst one that adds their own perspective or transforms the content into something fresh will continue to perform well.

Ben Luff added: “There’s a misconception that high-performing content has to be glossy or expensive. That’s not what Meta is asking for. It wants content that is authentic, useful and human. Even simple behind-the-scenes clips or quick, thoughtful tips can outperform polished but impersonal reposts.”

Unoriginal content will now be shown to fewer people, creating additional pressure on brands already seeing a reduced organic reach. PMW predicts that companies relying on reposted memes, trending clips or stock-style videos could see noticeable drops in visibility if they fail to adapt.

However, Ben Luff says the change should be viewed as a strategic advantage rather than a setback:

“Businesses that commit to originality will now stand out more than ever. This update levels the playing field. If you’ve invested in strong messaging, creativity and brand personality, Meta’s algorithms will work in your favour.”

Drawing on its experience managing multi-platform social media strategies for national and regional brands, PMW recommends that businesses focus on:

• Storytelling over selling: Sharing the people and purpose behind the brand rather than just product promotions
• Value-driven content: Ensuring every post educates, entertains or inspires the audience
• Strategic repurposing: Transforming existing content into new formats rather than simple copy-and-paste approaches
• Authenticity: Embracing imperfect, genuine content over overly polished borrowed material

“Meta’s algorithms reward engagement, and audiences engage with content that feels fresh and relatable,” concluded Ben Luff. “This policy change is actually good news for businesses willing to invest in creativity. It will make sure genuine effort gets visibility.”